The position of a product is a strategic management decision that determines the place a product should occupy in a given market.[1]
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A product or idea can be positioned by:
- attributes– Crest is a cavity fighter
- price – Sears is the “value” store
- competitors – Avis positions itself against Hertz
- application – Gatorade is for after exercising
- product user – Miller is for the blue-collar, heavy beer drinker
- product class – Carnation Instant Breakfast is a breakfast food
- services provided – Circuit City backs up all its products
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—John Burnett
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- Read this extract from Core Concepts of Marketing by John Burnett: Product positioning (p.212-213) (pdf)
- Post a WEnote to give three examples of positioning (make three posts), and read the posts from others on the Course Feed page. For example:
- 1 Colgate Sensitive relieves sensitive teeth – attribute.
- 2 Powerade is for after exercising – application.
- 3 Maui positions itself against Jucy – competitors.
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References
- ↑ Burnett, J., Core Concepts of Marketing, p.212
The position of a product is a strategic management decision that determines the place a product should occupy in a given market.[1]
—John Burnett
Positioning
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References
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